Sofitel becomes Asian Tour official partner

Sofitel has extended its strong commitment to professional golf tours worldwide, signing a landmark agreement with the Asian Tour to become an Official Corporate Partner and the first Official Hotel Brand for the Tour.

This marks the first time that the Asian Tour, regarded as the fastest growing Tour in the world, has sealed a partnership with a major international hotel group. The agreement, which takes immediate effect, will accommodate the region’s top golfers in Sofitel branded properties in Asia through the end of 2008.

This is proving a breakthrough year for the Asian Tour, with 27 events offering an all-time high of US$27 million in total prize money to the region’s stars. The second half of the Asian Tour season will resume with the Iskandar Johor Open from August 23-26 in Malaysia, with 11 more events slated until December before the prestigious Asian Tour’s UBS Order of Merit crown is decided.

Asian Tour Senior Vice President Gerry Norquist believes that the partnership with Accor will provide multiple opportunities for both organisations to grow in tandem.

“We are proud and honoured to welcome Sofitel on board as our Official Corporate Partner and Official Hotel of the Asian Tour. This is a significant development for the Asian Tour and it goes hand in hand with our objectives to build a sound commercial platform for the Tour to sustain our growth,” said Norquist.

“Sofitel is a world renowned hotel brand and this new partnership is a wonderful reflection of the confidence Accor Asia Pacific has placed upon the Asian Tour.”

Sofitel will receive significant exposure via the Asian Tour’s commercial media platforms which includes the official website, www.asiantour.com, Asian Tour Weekly magazine show, which is beamed on ESPN StarSports, and on-course branding opportunities.

Ray Stone, Accor Senior Vice President Sales & Marketing, Asia Pacific said: “We are delighted to forge this important new alliance with the Asian Tour. Sofitel and golf are a natural combination in Asia, especially in countries like Thailand, Vietnam and China where the brand enjoys a leadership position in the market.

“The Asian Tour sponsorship is a perfect fit for Sofitel, as it is the fastest growing luxury hotel brand in Asia and the tour is the rising star in professional golf. We believe the Asian Tour will continue to grow in popularity and become one of the world’s most significant golf tours given the dramatic rise of Asian golf stars in America and Europe.”

Sofitel is also heavily involved with golf in Europe, where the brand is a major partner of the prestigious Evian Masters in France. In addition, Sofitel Thalassa Miramar in Biarritz is a long-term sponsor of France’s oldest and most important amateur competition, the Biarritz Cup, first played in 1898. In 2006 it was renamed the Sofitel Biarritz Cup.

In Asia, Sofitel operates the Sofitel Dalat Palace & Golf Club in Vietnam, Phokeethra Country Club in Siem Reap, Cambodia and Sofitel Palm Resort and Palm Resort Golf & Country Club in Malaysia. In China, it manages the Sofitel Boa & BFA International Convention Centre Golf Club on Hainan Island, the 27-hole Gary Player designed golf course atSofitel Zhongshan Golf and Resort Nanjing and Hill View Golf Club next to Sofitel Royal Lagoon Executive Resort in Dongguan in the Pearl River Delta region.

August 7, 2007

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